Give Them Something to Believe In

Give Them Something to Believe In: The Value of Brand Authenticity in a Transparent Society IZZIE ZAHORIAN izziezahorian.com

inspired by Give Them Something to Believe In: The Value of Brand Authenticity in a Transparent Society

This presentation was created in Spring 2008 over the course of three months, while interning at LPK Cincinnati Huge thanks go out to Nathan Hendricks, my friend and mentor, who approached me with the project and allowed me to Give Them Something to Believe In: share it with others The Value of Brand Authenticity You can viewa Transparent Society in the original presentation over at vimeo.com IZ

PART ONE: THE OLD MODEL OF BRANDING

where it all started the birth of advertising

IMPENETRABLE SHELL Y

nobody could get in Y

nothing could get out Y

complete control of brand image WHATEVER a company wants consumers to know

what did it look like? most sensational ever!

the creative revolution R.E.S.P.E.C.T.

Bill Bernbach

“I’ve got a great gimmick.

“I’ve got a great gimmick. Let’s tell the truth.”

the Volkswagen Beetle before Bill Bernbach

The Volkswagen brand had some issues:

The Volkswagen brand had some issues: Nazi car Pretty ugly Lawn mower-sized engine Not luxury

Rather than promote themselves as a glamorous status symbol, VW emphasized reliability, quality, and low-cost maintenance.

The ads were witty, honest, and humorous.

Bill’s insight was that people would be wooed by ads which spoke to them in ways they always wanted to be spoken to—

Bill’s insight was that people would be wooed by ads which spoke to them in ways they always wanted to be spoken to—intelligently.

People didn’t just want product features shouted at them.

People didn’t just want product features shouted at them. They wanted the product story told in a compelling and satisfying way.

Volkswagon didn’t try to be anything it wasn’t, which appealed to consumers who valued honesty and authenticity,

Volkswagon didn’t try to be anything it wasn’t, which appealed to consumers who valued honesty and authenticity, and formed the sustainable base of an extremely profitable brand.

2nd creative revolution an experience they love

Chiat/Day for Apple combatting conformity, asserting originality youtube.com

2nd Creative Revolution engaging entertaining gave consumers an experience they loved

2nd Creative Revolution engaging entertaining gave consumers an experience they loved demonstrating, not telling like putting on a play

memorable play

memorable play happy, loyal customers

why these approaches don’t cut it give them something real

Remember that Apple ad? combatting conformity, asserting originality?

Remember that Apple ad? combatting conformity, asserting originality? youtube.com

Remember that Apple ad? combatting conformity, asserting originality? youtube.com People don’t want an act.

People want honesty. People want something real.

Today’s Consumer harder to convince probes their own truth less likely to stay loyal

Today’s Consumer harder to convince probes their own truth less likely to stay loyal Which is why it’s so important to cover all of your bases.

Nike is cool.

Nike is cool. Cutting-edge ideas Stunning design Provactive advertising

Nike sucks.

Nike sucks. What happened?

Nike was charged with abusive labor practices in their overseas sweatshops.

People were outraged and Nike sales plummeted.

Why are people bothering to probe?

Why are people bothering to probe? isn’t sweet advertising good enough?

Because It’s not about best, fanciest, or cheapest.

Because It’s not about best, fanciest, or cheapest. It’s about meaning.

Give Them Something to Believe In: The Value of Brand Authenticity in a Transparent Society

I love these shoes.

I love these shoes. I must have these shoes.

I love these shoes. I must have these shoes. But I’m not going to buy these shoes

I love these shoes. I must have these shoes. But I’m not going to buy these shoes because I know about this:

I love these shoes. I must have these shoes. But I’m not going to buy these shoes because I know about this: And if I bought those shoes

I love these shoes. I must have these shoes. But I’m not going to buy these shoes because I know about this: And if I bought those shoes I would be supporting this

I love these shoes. I must have these shoes. But I’m not going to buy these shoes because I know about this: And if I bought those shoes I would be supporting this And frankly, I don’t like what that says about me.

PART TWO: A NEW MODEL OF BRANDING

COMPANY CONSUMERS CONSUMERS CONSUMERS CONSUMERS CONSUMERS

COMPANY CONSUMERS who trust and identify with your brand CONSUMERS who trust and identify with your brand VALUES & CONSUMERS BELIEFS who trust and identify with your brand CONSUMERS who trust and identify with your brand CONSUMERS

How to Build a Brand Culture

How to Build a Brand Culture 1 Figure out who you are and who you want to reach.

How to Build a Brand Culture 1 Figure out who you are and who you want to reach. 2 Realize you can’t be everybody’s best friend.

How to Build a Brand Culture 1 Figure out who you are and who you want to reach. 2 Realize you can’t be everybody’s best friend. 3 Put your money where your mouth is. Do what you say you’re going to do. Be who you say you are, inside and out.

How to Build a Brand Culture 1 Figure out who you are and who you want to reach. 2 Realize you can’t be everybody’s best friend. 3 Put your money where your mouth is. Do what you say you’re going to do. Be who you say you are, inside and out. 4 Don’t mess up.

How to Build a Brand Culture 1 Figure out who you are and who you want to reach. 2 Realize you can’t be everybody’s best friend. 3 Put your money where your mouth is. Do what you say you’re going to do. Be who you say you are, inside and out. 4 Don’t mess up. Ever. Consistency builds trust.

How to Build a Brand Culture 1 Figure out who you are and who you want to reach. 2 Realize you can’t be everybody’s best friend. 3 Put your money where your mouth is. Do what you say you’re going to do. Be who you say you are, inside and out. 4 Don’t mess up. Ever. Consistency builds trust. 5 Feel good about yourself, attain a cult following, and make lots of money.

MUJI “no-brand” strategy free of agenda, doctrine, and “isms” no classical marketing or advertising

MUJI “no-brand” strategy free of agenda, doctrine, and “isms” no classical marketing or advertising minimalist design streamlined production reduced packaging emphasis on recycling

MUJI “no-brand” strategy free of agenda, doctrine, and “isms” no classical marketing or advertising minimalist design streamlined production reduced packaging emphasis on recycling “lower than usual” prices

MUJI “Mujirers” describe the brand as a “way of life” “no-brand” strategy free of agenda, doctrine, and “isms” no classical marketing or advertising minimalist design streamlined production reduced packaging emphasis on recycling “lower than usual” prices

MUJI “Mujirers” describe the brand as a “way of life” “no-brand” strategy free of agenda, doctrine, and “isms” no classical marketing or advertising success attributed to word of mouth minimalist design streamlined production reduced packaging emphasis on recycling “lower than usual” prices

culture, self, and brands

culture, self, and brands consumer identity and the new model HANG IN THERE! (this is when it gets deep)

Each individual has an ethos & a worldview from which all action stems.

Each individual has an ethos & a worldview from which all action stems. In other words, everything you do, think, and feel

an ethos a worldview In other words, everything you do, think, and feel is because of those two things.

an ethos “moral code of conduct” an understanding of how we should act in the world

an ethos “moral code of conduct” an understanding of how we should act in the world an worldview “the way things work” an individual’s perspective on how the world really is

an culture the system that shapes ethos & worldview

an culture the system that shapes ethos & worldview who you are what you believe how you act

so culture

so culture plays a huge part in an individual’s identity

Back in the day, you could live your entire life and only be exposed to one culture. you could live your entire life and only be exposed to one set of beliefs, one set of values. One lifestyle.

But today, in post-modern society, we are exposed to a myriad of cultures, lifestyles, philosophies, religious beliefs, careers, places to live, income levels.

And because we are exposed to a myriad of cultures, lifestyles, philosophies, religious beliefs, careers, places to live, income levels, we have the opportunity to actively create our own culture.

We build this culture (our identity) out of symbolic units

We build this culture (our identity) out of symbolic units drawn from career, music, fashion, religion,

We build this culture (our identity) out of symbolic units drawn from career, music, fashion, religion, and brands.

We’re all at different points in life in terms of figuring out who we are and what we stand for,

We’re all at different points in life in terms of figuring out who we are and what we stand for, so buying things serves different purposes for different people.

Buying to Develop a Worldview

Buying to Develop a Worldview “I’m gonna be completely honest. I’m not the biggest advocate ever.”

Buying to Develop a Worldview “I’m gonna be completely honest. I’m not the biggest advocate ever.” “I conserve water by showering with my boyfriend so we can save water together.”

Buying to Develop a Worldview

Buying to Reinforce a Worldview

Buying to Reinforce a Worldview (me )

Buying to Reinforce a Worldview

brands as meaning the importance of values and authenticity

In the post-modern world, brands create value, not just for their products or services, but for the meanings they generate,

In the post-modern world, brands create value, not just for their products or services, but for the meanings they generate, which people are then using to represent themselves.

etnies loyal following of skaters, bmx bikers, snowboarders, surfers, etc. has transcended “brand” by building a “counterculture”

etnies loyal following of skaters, bmx bikers, snowboarders, surfers, etc. has transcended “brand” by building a “counterculture” founded by Pierre Andre Senizergues founded Sole Technology built 40,000 sq ft skatepark for youth name derived from “ethnic”—a nod to skating subculture sponsors professional action sports athletes huge presence at action sport events

etnies loyal following of skaters, bmx bikers, snowboarders, surfers, etc. has transcended “brand” by building a “counterculture” founded by Pierre Andre Senizergues founded Sole Technology built 40,000 sq ft skatepark for youth name derived from “ethnic”—a nod to skating subculture sponsors professional action sports athletes huge presence at action sport events etnies lives and breathes skating

etnies loyal following of skaters, bmx bikers, snowboarders, surfers, etc. has transcended “brand” by building a “counterculture” founded by Pierre Andre Senizergues founded Sole Technology built 40,000 sq ft skatepark for youth name derived from “ethnic”—a nod to skating subculture sponsors professional action sports athletes huge presence at action sport events etnies lives and breathes skating etnies is legit

It’s crucial today for companies to understand that it’s what their brand believes in, stands for, and does in the world

It’s crucial today for companies to understand that it’s what their brand believes in, stands for, and does in the world that’s being judged . by consumers.

Quality Products Quality Products

Quality Products Quality Products More Expensive Less Expensive

Quality Products Quality Products More Expensive Less Expensive Committed Customers Satisfied Customers

Quality Products Quality Products More Expensive Less Expensive Committed Customers Satisfied Customers Donates to Environmental Causes

Quality Products Quality Products More Expensive Less Expensive Committed Customers Satisfied Customers Donates to Environmental Causes Gives Employees Surfing Breaks

Quality Products Quality Products More Expensive Less Expensive Committed Customers Satisfied Customers Donates to Environmental Causes Gives Employees Surfing Breaks Founded by Yvon Chouinard

It’s not that Columbia has the wrong meaning,

It’s not that Columbia has the wrong meaning, it’s that Patagonia has more of the right one

In choosing Patagonia over Columbia, the consumer is saying: “I believe in many of the same things Patagonia believes in and I am using Patagonia as an expression of who I am.”

building a brand culture uniting employees with purpose

Often times, a company’s biggest problem is not how the outside world sees them.

Often times, a company’s biggest problem is not how the outside world sees them. Often times, it’s a disorganized, uninspired work culture.

Unfortunately, it’s rare for a company to be unified, with everyone pulling in the same direction for the same reasons.

Unfortunately, it’s rare for a company to be unified, with everyone pulling in the same direction for the same reasons. Sometimes, there isn’t a strong, clear set of core values, so employees feel adrift and without purpose:

Unfortunately, it’s rare for a company to be unified, with everyone pulling in the same direction for the same reasons. Sometimes, there isn’t a strong, clear set of core values, so employees feel adrift and without purpose: Sometimes, there are clear values, but the company isn’t living them, so employees feel demoralized and become cynical:

A company’s monetary performance starts with its internal dynamics,

A company’s monetary performance starts with its internal dynamics, which is why it’s so important to center around a strong internal truth, COMPANY VALUES & BELIEFS

A company’s monetary performance starts with its internal dynamics, which is why it’s so important to center around a strong internal truth, COMPANY VALUES & BELIEFS rather than a manufactured image:

a company that lives its brand values every decision is guided by “our credo” (since 1943)

a company that lives its brand values every decision is guided by “our credo” (since 1943) Their number one priority is the welfare of doctors, nurses, patients, mothers, fathers, and all who use their products.

a company that lives its brand values every decision is guided by “our credo” (since 1943) People first, property second. Their number one priority is the welfare of doctors, nurses, patients, mothers, fathers, and all who use their products.

a company that lives its brand values every decision is guided by “our credo” (since 1943) People first, property second. Their number one priority is the welfare of doctors, nurses, patients, mothers, fathers, and all who use their products. Kids N Fitness (CA), Love and Life Foundation (Honduras), Kick Start Farms (Kenya), Circle of Care Mental Health (Malaysia) + environmental initiatives

a company that lives its brand values every decision is guided by “our credo” (since 1943) People first, property second. Their number one priority is the welfare of doctors, nurses, patients, mothers, fathers, and all who use their products. Kids N Fitness (CA), Love and Life Foundation (Honduras), Kick Start Farms (Kenya), Circle of Care Mental Health (Malaysia) + environmental initiatives Strong brand values simultaneously attract and sustain employees while creating fruitful, deep-rooted consumer relationships.

If you want to take your company to the next level,

If you want to take your company to the next level, If you want to transcend brand loyalty and attain a cult-like following,

You must realize that branding is no longer in the hands of the marketing department.

You must realize that branding is no longer in the hands of the marketing department. You must accept that consumers can and will find out about all of your dirty secrets.

You must realize that branding is no longer in the hands of the marketing department. You must accept that consumers can and will find out about all of your dirty secrets. You must make fundamental changes to the very core of your company.

Your brand must develop an ethos and worldview to drive your company’s every action,

Your brand must develop an ethos and worldview to drive your company’s every action, build a culture rooted in the very heart of your organization,

Your brand must develop an ethos and worldview to drive your company’s every action, build a culture rooted in the very heart of your organization, unite employees in a common purpose and vision,

Your brand must develop an ethos and worldview to drive your company’s every action, build a culture rooted in the very heart of your organization, unite employees in a common purpose and vision, define brand values and live them in each and every decision you make.

And if your brand’s internal and external behavior consistently and perpetually aligns with your brand purpose,

And if your brand’s internal and external behavior consistently and perpetually aligns with your brand purpose, Your brand will engage consumers in a deep and meaningful relationship,

and your brand will experience

and your brand will experience and your brand will experience the most PROFITABLE the most PROFITABLE FANATICAL FANATICAL IMPASSIONED IMPASSIONED CONSUMER LOYALTY CONSUMER LOYALTY it has ever seen.

nd your brand will experience and your brand will experience and your brand will experience he most PROFITABLE the most PROFITABLE the most PROFITABLE FANATICAL FANATICAL FANATICAL IMPASSIONED IMPASSIONED IMPASSIONED CONSUMER LOYALTY CONSUMER LOYALTY CONSUMER LOYALTY it has ever seen. it has ever seen. it has ever seen.

Thank you. IZZIE ZAHORIAN izziezahorian.com Give Them Something to Believe In: The Value of Brand Authenticity in a Transparent Society

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Give Them Something to Believe In

by Izzie Zahorian on Oct 14, 2010

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